Glossary

The words the checks use

37 terms, each in plain words: what it means in the platform’s own language, what it looks like inside the account, and what it costs when it goes wrong — with the check that finds it and the field note that shows it on a real account.

Google Ads

Negative keywordA word or phrase you tell Google never to show your ad for.1 check · 2 notes
Search terms reportThe list of actual searches that triggered your ads, with cost and conversions.1 check · 1 note
Match typeHow loosely Google may match a search to your keyword: exact, phrase or broad.1 check · 1 note
Search partnersSites other than Google that show Google Search ads — on by default.1 check · 1 note
Display NetworkMillions of sites and apps where Google shows image and text ads.3 checks · 2 notes
PlacementA specific site or app where a Display or Video ad was shown.2 checks · 1 note
Quality ScoreGoogle's 1–10 rating of how relevant a keyword, its ad and its landing page are.1 check
First-page bid estimateThe bid Google thinks you need for your ad to reach the first page of results.1 note
Eligible (limited)An ad that is approved but restricted — serving less than it could, usually for a policy reason.1 check · 1 note
Low search volume (rarely served)A keyword Google has switched off because almost nobody searches for it.1 note
Keyword PlannerGoogle's free tool for how many people search a term each month, and what a click costs.1 note
Impression share and limited by budgetHow often your ad showed out of the times it could have — and the reason it did not.1 check
Conversion actionThe thing you told Google to count as a result: a lead, a purchase, a call.1 check · 1 note
Location targeting: presence or interestWhether your ads reach people in your area, or anyone who has shown interest in it.1 check · 1 note
Ad scheduleThe hours and days a campaign is allowed to run — and the bid for each.1 check
Device bid adjustmentPaying more or less for a click from mobile, desktop or tablet.1 check
Responsive search adA Google Search ad built from up to 15 headlines and 4 descriptions that Google mixes.1 check
Ad strengthGoogle's Poor-to-Excellent rating of an ad's or asset group's creative variety.2 checks · 1 note
Performance MaxA Google campaign type that runs across Search, Display, YouTube, Gmail and Maps from one asset group.2 checks · 1 note
Asset groupThe bundle of headlines, images and videos a Performance Max campaign runs from.2 checks · 1 note
Demand GenGoogle's visual campaign type for YouTube, Discover and Gmail, aimed at people who are not searching yet.3 checks
Audience signalThe starting audience you hand a Demand Gen or Performance Max campaign.1 check
Video campaignA Google campaign that runs a YouTube video as the ad.
Shopping campaignProduct ads with a picture and a price, built from your Merchant Center feed.3 checks
Merchant Center feedThe product file Google Shopping reads: titles, prices, stock, images.2 checks
Product groupThe slice of your feed a Shopping ad group bids on — and the level spend is reported at.1 check